It's the English invasion all over again — only this time, it's on the small screen. Although it's a niche genre that fetches low advertising rates and the content costs are high, there's been a proliferation of English movie and entertainment TV channels in India, much to the delight of viewers who can now watch cult shows telecast at the same time as in the US or just a little later, the best in reality TV and binge watch shows. The small screen is keeping in step with the growing popularity of Hollywood films in India, seeking to emulate their box-office success.
Advertisers are committing hundreds of millions of dollars less to cable TV networks for the first time since the 2009/10 season, according to a report released this week from the Cabletelevision Advertising Bureau (CAB), as published by Variety.
MUMBAI: Anxiety and anticipation do not only accelerate the heart rate, but also news channels’ viewership. The credit for the spike in the viewership goes to Prime Minister Narendra Modi who kept Indians glued to their television sets on new year’s eve for his address to the nation — nearly 50 days after demonetisation was announced. Viewership monitoring agency BARC India said Modi’s 45-minute address on December 31, 2016, which went live across news channels, garnered more audience than many of the popular sporting and entertainment events during the year.
Amazon.com, Inc. (NASDAQ:AMZN) has begun to offer TV shows and movies for its $99 Prime subscription members. Sources close to the e-commerce giant told Bloomberg that it had plans to add a variety of online on-demand channels to Prime, which caused rivalry to heat up against competitors, such as Netflix, Inc. (NASDAQ:NFLX) , Hulu, and Alphabet Inc.’s (NASDAQ:GOOG) Chromecast.
If you think you're seeing more video ads, you're right: In the past year, there has been a huge increase in the number of video ads displayed on web pages. According to comScore, in December 2011, only 14 percent of videos had ads attached to them, but in December 2012, that portion was 23 percent.